Topline
The rebranding of the McDonald’s in Russia is underway a week after the company said it would permanently leave Russia following its invasion of Ukraine, as Reuters reported, with workers dismantling a McDonald’s sign outside Moscow and the new company taking over the fast-food giants’ 800-plus Russian locations confirmed Monday it planned to do away with McDonald’s iconic golden arches logo.
A man walks past a closed McDonald's location in Moscow last week.
Key Facts
Reuters photographed the iconic McDonald’s golden arches ‘M’ logo and company name dismantled outside of a former McDonald’s location in Khimki, a city just outside of Moscow.
It is unclear whether other Russian McDonald’s locations also took down signs Monday, according to Reuters.
However, Oleg Paroev, a long-time McDonald’s Russia executive identified by news outlets as the new company’s general director, confirmed Monday the successor of McDonald’s successor will take down all golden arches signs in an interview with the TASS Russian state-run news agency, explaining McDonald’s retaining trademarks in the country.
The logo removal marks the beginning of the “de-Arching” process, which includes removing all McDonald’s logo, branding and logo, McDonald’s outlined last week in its announcement detailing its exit from the market, and marks a surprise sign of respect for McDonald’s trademark in Russia.
Key Background
McDonald’s shut its 847 Russian locations in March in protest against the country’s invasion of Ukraine. Last Monday, the fast food company said its departure from Russia would be permanent. McDonald’s announced the sale of its Russian business to Alexander Govor, who operates 25 franchise locations in Siberia, on Thursday for undisclosed terms. McDonald’s first opened in Russia in 1990 amid the dissolution of the Soviet Union, and its presence in the country was a major symbol of American capitalism.
Tangent
Though McDonald’s retains trademarks in the country, Russia is known for looser trademark rules when it comes to replicating Western products and services, especially in the face of sanctions and penalties stemming from the war. In March, Russia said it planned to legalize the import of gray goods, products shipped without trademark owners’ permission and effectively legalized patent theft from companies originating from countries deemed “hostile” to Russsia. The Russian parliament had earlier endorsed a McDonald’s ripoff Uncle Vanya’s, whose trademark application included a nearly identical logo to McDonald’s and similar description to the fast food chain, to overtake the company’s business in the country.
Further Reading
McDonald’s Says It’s Exiting Russia After More Than 30 Years (Forbes)
Goodbye, American soft power: McDonald’s exiting Russia after 32 years is the end of an era (CNBC)
Russians line up for final Big Mac ahead of McDonald's exit (Reuters)
